I read this article the other day which was written by 2 widely revered ad dudes. The topic of the article was brands needing to invest larger portions of their media dollars in the creation of video content. The authors' chief postulate was that PEOPLE like VIDEO and banner ads suck. Wow! Did you just feel the earth shift? ;P
The dialogue in this article reminds me of a conversation I had in a client boardroom about 4 years ago. My talented and tireless agency team had been creating deck after deck, packed with insight after insight, about how, yes, people watch video. And, better yet, they watch it because they like it. A war fought in the noble effort to push that budget, inch by inch, towards the creation of more video.
So, anyway, I'm reading this article and totally disagreeing.
Our country's Advertising and Marketing practices have been founded on the hypnosis of sensationalism. Early on, master creatives knew they needed to employ theatrics to dress up brands and their mundane product sets. They needed to weave elaborate and heavy-handed tales in order to attract, magnetize, and often hypnotize the consumer. The best brands produced products that lived up to promises they marketed and advertised. The crap brands fell off the map. Long live the democratic evening out process of free market.
Take it back 15 years-- broadcast is king of the consumer eye and the :30 spot is j'everything. The sensationalism and bold cinematography in a Mazda commercial is almost enough to suck out a tear drop or two. Today, we see the same technique applied to the TV spot. Ever get :15 deep in a commercial filled with profound quotes and epic nature shots yet you have NO IDEA what the commercial is advertising? Is this an effective tactic?
I don't think brands need to be creating more video as much as brands and their agencies need to accept that consumers aren't looking to brands for great video content and immersive viewing experiences. Consumers look to brands for great products and solutions that offer them value and benefits in their daily lives.
Of course, Global Agencies don't want to sniff these roses. To accept this state of affairs would mean they'd need to abandon the sexiness of being in Advertising. All of the Art and Creative Directors who really just wanted to direct indie films will need to concede that this may not be the industry for them to actualize those fantasies.
As opposed to "hey brands, make more VIDEO content," I'd prefer a blanket directive like, "hey brands, spend your resources, your people, your dollars, on building products that add value to the lives of people who use them. Invest in technology and start to understand integration and enhancement of the product set you've crafted. Then, around those products, create ways to communicate their utility and benefits in a manner that is inviting to those you wish to attract."
This doesn't mean KIMBA isn't going to suggest we create video content as part of a brand's content strategy and creative mix. It's an important piece of a larger picture. It helps tell a visual story in concert with other content: ratings & reviews, apps, customer service forums, curated editorial, photos, articles, data visualization, etc.
BUT, the ingestion pace of today's consumer culture doesn't want to slow down for the hypnosis of more and more branded video content. Sure, it can be fun. And sure, any Fortune 100 brand can throw millions at top comedy writers and directors to produce an SNL caliber spot in which their brand is tastefully featured. However, people would appreciate more direct communication. Less fluff. They want great products from their brands and for great video "content" they'll continue to turn to theaters, Netflix, cable (had to?) or bit torrent!